I was Creative Director on E45, helping reposition one of Britain’s best-known skincare brands from a trusted medical cream to a modern beauty essential. Working with a heritage brand whose formulation had remained largely unchanged for decades, the challenge was to modernise perception without losing the medical credibility.
Straight Up Skincare: My campaign idea was to lean into the honest functionality of the product with a campaign called Straight Up Skincare. I decided to use Nicola Adams as brand ambassador, bringing authenticity, confidence and her unique style to the campaign. Initially, I faced senior stakeholder reluctance, so, to secure support, I developed a strategic case for the casting. I then led the creative through concept to production, creating a campaign that balanced beauty with medical authority.
The result was a distinctive new direction for E45 proving it could feel contemporary, inclusive and culturally relevant while remaining true to its roots.
Campaign Films
Campaign OOH, Social & Experiential
I was responsible for the campaign concept, strategic repositioning, ambassador recommendation, creative development and integrated rollout across TV, social, PR and retail communications.
